Appendix C. Project Proposal
NOTE: The format of this proposal was inspired by Chicago design firm Rogue Element, whose founder Alison Manley is a colleague and friend. It’s been adapted several times to fit individual project plans, but the basic format is the same.
Project Proposal
| to: Client Name |
| Client Address |
| Client Phone Number |
| for: Project Name |
| 1.0 Project Background & Objectives |
| 2.0 Statement of Work |
| 3.0 Development Process |
| 4.0 Budget Estimate |
| 5.0 Background & Capabilities |
| 6.0 Terms and Conditions |
Section 1.0: Project Background and Objectives
The Consulting Firm is the next evolution of a former partnership as a solo endeavor. In this evolution, The Consulting Firm’s founder is getting back to what she does well—providing education, consulting and guidance to technology companies in staying compliant with evolving environmental policy. For this, she needs:
A comprehensive brand platform and core messaging strategy that will guide the brand’s communication efforts;
A social media and blogging strategy that will position The Founder more effectively as a thought leader in the field of environmental compliance for technology, without taking up her entire schedule.
A website and identity that will help facilitate The Founder’s thought leadership efforts, and lead her audience to the brand.
Objective 1: Build upon the history of the Founder’s experience with her prior firms to effectively position The Consulting Firm as a leader in environmental compliance information and consulting for technology products.
Effective positioning requires a deep understanding both your brand’s target prospects, and an understanding of the landscape that the prospect is dealing with. We will work with The Founder to get a clear picture of the competitive landscape, and establish the right positioning for the brand.
Objective 2: Create a blogging and social media engagement strategy that allows The Founder to more firmly establish thought leadership in the field.
We will work with The Founder to create a content strategy that will allow her to showcase her considerable knowledge in this space, without “giving the cow away” for free. We’ll also work with her to set up strategies and tools to manage her online presence without requiring a full time investment.
Objective 3: Create a website that will serve as a marketing vehicle for The Consulting Firm, and integrate The Founder’s content leadership efforts.
Using the flexibility of the Drupal content management system, we will create a dynamic website that will allow The Founder to keep content fresh and updated as the business evolves.
Section 2.0: Statement of Work
Brand Messaging and Positioning Strategy
All deliverables as outlined in the Project Development Process (section 3.0);
up to 12 hours of collaboration via Skype and in-person meetings to clarify and confirm goals, messaging and brand direction;
Research and development of brand platform (proposed positioning statement, audience and competitive analysis), and core messaging, using the process outlined in the Project Development Process;
Blogging, Social Media and Content Strategy
All deliverables as outlined in the Project Development Process (section 3.0);
up to 12 hours of collaboration via Skype and in-person meetings to clarify and confirm goals, messaging and direction;
Research and development of social media strategy (blog platform, areas of focus, content guidelines);
Assistance with setting up profiles and third-party integrations;
Logo and website development
Setup and delivery of logo, brand guidelines and Drupal website.
Client Responsibilities
To move the project forward efficiently, you will be expected to provide the following:
Timely delivery of focused feedback, content and edits according to the production schedule;
Access to preliminary research and competitor materials;
Participation in face-to-face meetings at key milestones during the project, including the project kickoff meeting and brainstorming sessions.
Section 3.0: Development Process
At the zen kitchen, we believe that the best design results from active and open collaboration between creatives and clients. Our proven, research-driven process helps us consistently create effective, award-winning design that works hard for your business.
Phase I: Strategy, Goal-setting, Requirements & Research
All of our projects begin by working with you to drill down to the core of your messaging, audience and goals. During this first phase, we will refine our understanding of your business, your target audience, and the competition. It is also our objective to clearly identify the project’s goals, and define what success will look like. Finally, we will further define the functional, technical, and information requirements for your project which will enable to design the right solution for your needs before getting into the actual Web development. The deliverables for this stage will include:
A finalized design brief describing our understanding of the project’s goals, functional requirements and audience;
A detailed schedule to guide the process, provided through our project management system.
Phase II: Creative Exploration & Design Development
Through creative thinking, collaborative discourse and a healthy dose of intuition, we develop ideas to visually ex- press your core message. Every choice, from layout and color to type size and style, is made with your communication goals in mind. The best ideas are further refined into initial concepts, which we will present to you. From there, we discuss and refine to turn these concepts into comprehensive design directions. The deliverables for this stage will include:
Three to four strategic design concepts for evaluation;
Refinement of your chosen design direction.
Phase III: Implementation and Testing
Once the design direction is approved it’s time to implement. At this phase we push pixels, lay out pages, configure, code and collaborate to make sure that each element we produce aligns with your communication goals. During this phase, we also work with you to create and/or gather needed text and images, and incorporate them into the production flow.
We proof and refine the design, test, de-bug, proof again, and prepare for final production or launch. For all of our websites, we perform cross-browser checking on IE7 (and above), Firefox for PC and Mac, and Safari to ensure that the design works perfectly cross-browser. We work closely with all vendors—print, web or otherwise—to ensure that your finished product meets our (and your) standards of excellence.
The deliverables for this stage will include:
Production management and delivery of the finished project.
Documentation and training as needed for brand guidelines, updating web content, etc.
Phase VI: Measure and Refine
Our work isn’t done after the project delivers. We want to know how it’s working. We work with you to gather feed- back, and evaluate not only how the process went, but also what the response has been from the target audiences. At this point, we’ll also work together to identify areas of the project that can be refined for future iterations, and develop a plan for the next phase of production.
Section 4.0: Budget Estimate
The following is a proposed budget based on the scope of the project as outlined in this proposal. All fees are our best estimates based on our conversations about the project, and may change as the project moves forward.
the zen kitchen will regularly provide detailed invoices and status updates re: project budget, milestones, etc. via our project management system.
Description of Work | Estimated Fees |
Brand and Messaging Strategy, including: One half-day kickoff meeting to brainstorm audience profiles, needs and perceptions, key messages and platforms Brand immersion and research Compilation of research findings and recommendations into a comprehensive findings analysis and preliminary messaging report Refinement of findings and positioning into comprehensive brand position and key messaging report. Project Management and client communication (including up to 2 followup meetings) | $ |
Design of Drupal website, including: Wireframes, user flows and site maps to flesh out user experience priorities Creation of site look and feel, including 3 rounds of revisions and 1 complete change of direction (if needed) Project Management and client communication | $ |
Configuration of Drupal website, including: Installation and configuration of Drupal CMS; Establishment of user roles and permissions, including content editors and administrators; Project Management and client communication | $ |
Theming of Drupal website, including: Application of site look and feel across all site page templates. Creation of up to 5 unique page templates, e.g., Custom homepage templates or interior section templates. | $ |
Estimate Total:
$ | |
Section 5.0: the zen kitchen Background & Capabilities
Section 5.1 Who is the zen kitchen?
the zen kitchen combines creative problem-solving with solid business sense and a passion for sustainability to create beautiful, elegant and powerful marketing communi- cations for our clients. the zen kitchen is a small strategic design studio with big project experience that combines a passion for sustainable design and a holistic approach to creativity with clients who make a difference. We work with you closely to uncover the truth behind your unique story and communicate it clearly, elegantly, and effectively to the people you need to hear it.
Section 5.2 What can the zen kitchen do for you?
the zen kitchen has strong experience in creative project management and maintains a strong, nimble network of writers, photographers, programmers, illustrators, printers, and fabricators... to help you scale up to any size project without the costly overhead of larger agencies. From concept to execution, we can give you everything you need—and nothing you don’t. Our capabilities include:
Identity and brand standards systems design;
Website design, including Wordpress and Drupal development;
Print collateral design including: annual reports, restaurant menus, brochures, corporate communications, sustainability reports, and capital campaigns;
Packaging design for food and personal care;
Environmental graphics and display design.
Section 5.3 Why choose the zen kitchen?
We like to think our approach to marketing and design is simple: just ask questions. But beyond that, we think it’s important to ask the right questions, and listen carefully for the answers. Anyone can figure out who your target audience is. Figuring out what’s relevant to them, and shaping your messaging to fit that relevance without coming across as inauthentic or cheesy—or worse, being accused of greenwashing? That’s what we do best. When you work with the zen kitchen, you get:
| Intuitive chefs who help you make the most of what you’ve got. An intuitive chef never obsesses over a recipe. She knows the ingredients so well she can taste the combinations in her mouth, creating something spectacular with whatever’s on hand. We do that for your brand. First, we help you understand what your audience really wants, and then we use fonts, logos, colors, and content to create an experience that matches what you give your customers. |
| Friendly straight-shooters who get things done—and done right. It’s impossible for us to settle for anything less than delightful. And we won’t let our clients settle, either. Hid- den beneath this friendly, approachable exterior is a relent- less commitment to your customers. Yes, we’re pushy. But don’t worry—we know you’ll thank us later. |
6.0 Terms and Conditions
This work agreement is based on the specifications listed in the above Project Scope. If, upon receipt of all materials to be supplied by client, the project is determined to differ significantly from the original specifications, the client will be notified promptly and an updated estimate will be produced. This estimate does not include expenses and reimbursements aside from those listed in the Estimated Costs and Project Scope. If such expenses arise, the client will be informed prior to expenditures made and a separate invoice will be submitted for reimbursement.
Payment Notes
Payment will be made in 5 installments monthly starting upon
project signoff. The first installment of
$XXXX is due before project starts; 4
installments of $XXXX each will be due on the
fifth of each month starting in March 2011.
All estimates are valid for 30 days from the date of estimate.
Payment Notes:
A finance charge of 5% per month will be applied to overdue balances. A charge of $25 per item will be charged for checks returned by the bank.
Professional Relationship:
In order to provide a rewarding working experience for both Client and Designer, Designer seeks to maintain a professional relationship with the Client. Designer and Client agree to:
Promptly meet deadlines for producing material, payments, and/or work product and communicate clearly if those deadlines can not be met with alternative timelines for delivery.
Promptly review and reply to communications from parties involved in this project
Deliverables Timeframe
Milestones and dates/times will be determined in initial project meeting once contract is approved and deposit is received. Once project starts, a detailed action plan will be submitted to client and we will establish deadlines for delivery on content one piece at a time.
Failure of client to provide the required materials within the established deadlines will result in a delay of all deliverable deadlines. This delay will be equal to the number of days late the materials were received by the Designer, unless otherwise specified in writing, via e-mail, by Designer.
Additional Terms
Rejection/Cancellation of Project
The client shall not unreasonably withhold acceptance of, or
payment for, the project. If, prior to completion of the project, the
client observes any nonconformance with the design plan, the Designer
must be promptly notified, allowing for necessary corrections.
Cancellation or Rejection by Client must be made upon 10 days written
notice to Designer. Rejection of the completed project or cancellation
during its execution will result in forfeiture of the deposit and
billing for all additional labor or expenses incurred prior to the
date of cancellation, at the standard rate of
$XXX per hour.
All elements created by the Designer for the project must then be returned to the Designer within 30 days of cancellation. All materials supplied by the Client will be returned in their original condition within 30 days of cancellation. Any usage by the Client of design elements created by the Designer after cancellation of the project will result in appropriate legal action. Client shall bear all costs, expenses, and reasonable attorney’s fees in any action brought to recover payment, enforce the terms and or protect Designer’s Intellectual Property under this contract.
Designer reserves the right to cancel this contract at any time upon 10 days written notice for any reason, including but not limited to: clients failure to provide materials or payment within 30 days of the agreed upon deadlines or failure of client to comply with the terms of this agreement including the terms of the Professional Relationship clause. Upon Designer’s cancellation of the contract, Designer will return all unused funds and deposits to the Client and return all materials to the Client within 30 days of cancellation.
Modifications
Modification of the Agreement must be written, except that the invoice may include, and the Client shall pay, any fees or expenses that were orally authorized by the Client in order to progress promptly with the work. Oral agreements and other communications will be confirmed in writing, including electronically, and thereby incorporated into this agreement.
Ownership of Artwork
The Designer retains ownership of all original artwork, whether preliminary or final. No use of same shall be made, nor any ideas obtained therefrom used, except upon compensation to be determined by the Designer. The client shall return such artwork within thirty (30) days of use. In the case of logo work, the client shall retain ownership of artwork once the invoice has been paid in full and can use said logo in all of their materials, including materials created by other designers. Said artwork, however, may not be modified for any use without the express consent of the Designer.
The Designer retains the right to use the completed project and any preliminary designs for the purpose of design competitions, future publications on design, educational purposes, and marketing materials. Where applicable the client will be given any necessary credit for usage of the project elements.
Reproduction of Work
The client assumes full reproduction rights upon payment for completed project. The work may be reproduced as is by the client at any given time. Any revisions to the work prior to reproduction must be negotiated between the Designer and the client.
Author’s Alterations (AA’s)
AA’s represent work performed in addition to the original concept and specifications. Such work includes, but is not limited to: inclusion of material in project in addition to material originally discussed; additional design concepts or revisions of project beyond the number allotted in the project scope section of this contract; significant color/paper/quantity changes beyond what was originally discussed.
Such additional work shall be charged at a rate of
$XXX per hour plus any additional expenses
incurred by the extra work (including rush shipping and/or printing
charges), and will be supported with documentation upon
request.
No additional payment shall be made for minor changes required to conform to the original assignment description as noted in the creative brief, including spelling and grammatical errors.
The terms of this paragraph do not apply to the agreed upon alterations, modifications, or edits listed in the Deliverables TimeFrame.
The Designer shall not be held responsible for delays in production caused by Author’s Alterations.
Proofs
Proofs will be sent to Client via e-mailed PDF unless otherwise noted in the Project Scope section of this contract. Client will be responsible for carefully reviewing said proofs and offering feedback in a timely and constructive manner. Delays in receipt of appropriate feedback by Client will result in delay of project deliverables. A reasonable variation in color between color proofs and the completed job shall constitute acceptable delivery. The Designer cannot be held responsible for errors under any or all of the following conditions: if the Client has failed to return proofs with indication of changes; if the Client has failed to approve proofs in writing via e-mail or signed Approval Form; if the Client has instructed the Designer to proceed without submission of proofs.
Completion/Delivery of Project
The estimated completion date of the project is to be determined. Any shipping or insurance costs will be assumed by the client. Any alteration or deviation from the above specifications involving extra costs will be executed only upon approval with the client. Any delay in the completion of the project due to failure of client to meet the deadlines set forth in this contract for receipt of materials to begin work on the project, proof revisions/approvals, etc. will delay the completion/delivery date. The Client will allow a reasonable time for printing and shipping of final project (generally 2-3 weeks). The Client will be responsible for any “rush charges” assessed by the printer and/or shipping company due to failure of client to meet the deadlines set forth in this contract for receipt of materials, proof revisions/approvals, etc.
In addition, unusual transportation delays, unforeseen illness, or external forces beyond the control of the Designer, shall entitle the Designer to extend the completion/delivery date, upon notifying the client, by the time equivalent to the period of such delay.
Releases
The Client shall indemnify the Designer against all claims and expenses, including reasonable attorneys’ fees, due to uses of design or art work, for which no release was requested in writing or for uses that exceed authority granted by a release. The Client further indemnifies the Designer against any liability, clients, or rights of any third party arising out of this contract, including reasonable attorney’s fees and expenses. Client is liable for any costs, including attorney’s fees, incurred by Designer in enforcing this agreement and any of its terms.
Any revisions to the work prior to reproduction must be negotiated between the Designer and the client.
Limitation of Liability
The Client agrees that it shall not hold the Designer or his/her agents or employees liable for any incidental or consequential damages which may arise from the Designer’s failure to perform any aspect of the Project in a timely manner, regardless of whether such failure was caused by intentional or negligent acts or omissions of the Designer or a third party.
Warranty of Originality
The Designer warrants and represents that, to the best of his/her knowledge, the work assigned hereunder is original and has not been previously published, that consent to use has been obtained on an unlimited basis; the undersigned from third parties is original or, if previously published, that consent to use has been obtained on an unlimited basis; that the Designer has full authority to make this agreement; and that the work prepared by the Designer does not contain any scandalous, libelous, or unlawful matter.
This warranty does not extend to any uses that the Client or others may make of the Designer’s product that may infringe on the rights of others. Client expressly agrees that it will hold the Designer harmless for all liability caused by the Client’s use of the Designer’s product to the extent that such use may infringe on the rights of others.